One of the biggest surprises of the fall season has been ABC’s fairy tale series ONCE UPON A TIME – a show that was very ambitious, but started with an uncertainty as to whether fans would stick with its rich mythology week after week.

The series has proven to be a phenomenal success and at ABC’s TCA press conference today, ABC Entertainment Group President Paul Lee says its success rests on the quality of the show, the marketing push and delaying its premiere to October so it wouldn’t get lost in the clutter of the other fall shows.

“In terms of delaying its launch – it felt good at the time,” says Lee. “As we came to the launch, [we felt] ‘it will have its day in the sun,'” says Lee. “We knew it was an amazing piece of storytelling. What we didn’t know yet was that [creators] Adam [Horowitz] and Eddie [Kitsis] would sustain it.”

And Lee says that when shows like ONCE UPON A TIME and ABC’s REVENGE work an audiences embrace it, it’s what makes doing his job so rewarding.

“I think it was great to see incredibly well made television work,” says Lee. “It’s incredible to be doing a job at this time and to be able to take risks. If we were in a world where least objectionable television worked, my job wouldn’t be as fun. It opens us up to taking risks and to do the best television as best as we can. That’s a great thing for us.”

(additional reporting by A.C. Ferrante)

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Related Link: Exclusive Interview with ONCE UPON A TIME star Raphael Sbarge
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Related Link: TV Review: ONCE UPON A TIME – Season 1 – “Red-Handed”
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Article: ABC talks about the success of ONCE UPON A TIME

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